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2017 DIGITAL TRENDS COMMUNICATIONS CONSUMER DIGITAL HEALTHCARE
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2017: NEW LANDSCAPE, NEW EXPECTATIONSData and predictive analytics are rapidly evolving how we target customers and develop integrated communications plans that flow seamlessly across channels. Today it’s possible to pinpoint exactly where to find your most likely customers and even know just when to connect with them.
The one thing the numbers can’t tell you: how to best engage those customers.
That’s why we collect trends. Trends show us those shifting customer expectations. They reveal data and clues about changing habits and preferences. They uncover brands that are making unique connections and getting to white spaces first.
Answering that requires a different set of questions, like... What expectations
do people have for those channels?
What do people really want right now?
What experiences will stand out in increasingly
crowded spaces?
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For healthcare marketers there are four types of trends that can reveal new opportunity:
CONSUMERExpectations created by media, peers and entertainment
COMMUNICATIONSShifts in how brands are earning time, attention and loyalty
HEALTHCARENew realities in accessing, giving and receiving healthcare
DIGITALBehavior changes influenced by technology, tools and devices
inVentiv Health Communications GSW 2
This year, we worked with over one hundred trend spotters from across the inVentiv Health global footprint to identify the shifts most relevant to healthcare marketers. These trend spotters work on the front lines of our business and bring us insight and clues from across the industry and well beyond it.
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2017 DIGITAL TRENDSThis year, the digital highlights include a big boom in voice
interaction, unbustable filter bubbles, and crushes on
curators. People have stopped listening, started texting with
their brand buddies, and can’t wait to go live. They’re mixing up
real and virtual realities, latching onto headlines, and trading in
their infographics for more meaningful numbers.
See those trends and more on the following pages.
Imagine a world where everyone agrees with you; one filled with all
the things you like and the kinds of people you like, too. For many of
us, that world exists every time we go online. The liking, sharing,
connecting and shopping we’ve done there has taught the algorithms
that curate content on the web just how to delight and infuriate us in
all the right ways. The result is a view of the world that is filtered to
nod along and agree with a user’s every tap or click. In 2016, we saw
those filter bubbles blamed for driving the momentum to Brexit and
leaving many Americans saying, I don’t know anyone who is voting
[for the other candidate]. In 2017, filtering will become a new ethical
fault line – one that asks people if they can be effective citizens with
only one viewpoint and demands that companies clarify the line
between personalization and censorship.
OVERSTATED.01
BLUE FEED, RED FEED
To help show just how different the Facebook feeds of liberals and conservatives in the U.S. really are, the Wall Street Journal developed an aggregator of real-time conversations. “By peeking through the looking glass of each party and comparing them side-by-side, the tool shows the striking differences in content curation that emerge just from the news and feeds you tend to “like” and “share.”
Wall Street Journal, 2016
EVERYTHING IS TRUE AND NOTHING IS TRUE
The new media ecosystem “means everything is true and nothing is true. An explanation of climate change from a Nobel Prize-winning physicist looks exactly the same on your Facebook page as the denial of climate change by somebody on the Koch brothers’ payroll. And the capacity to disseminate misinformation, wild conspiracy theories, to paint the opposition in wildly negative light without any rebuttal—that has accelerated in ways that much more sharply polarize the electorate and make it very difficult to have a common conversation.”
President Barack Obama, 2016
A BIGGER FOCUS ON FRIENDS AND FAMILY
Facebook users do not want to miss important updates from friends and family. In response, Facebook is changing their algorithm. Publishers’ content will show up less prominently based on the new changes to the way Facebook’s algorithm delivers news to the more than 1.65 billion users. With 44% of adults regularly reading news content on the site (Pew Research, 2016), publishers will have to develop new ways to reach consumers.
NY Times, 2016
DON’T GET TRAPPED
“Many users get trapped in filter bubbles by accident by engaging with liking, sharing and commenting on content from their favorite websites. Combine this with marketing personalization, algorithmic filtering and ad tracking, and users can easily spend all their time online in a filter bubble.”
Kimberlee Morrison – Author for Social Times, 2016
01OVERSTATED.2017 DIGITAL TRENDS
inVentiv Health Communications GSW 5
44% of adults regularly get their
news content from Facebook
Monumental advances in technology have made it almost impossible
not to accept – and even expect -- the services of the computers all
around us. They welcome us home by turning on the lights and
adjusting the temperature to our personal demands. They leap to
attention to recommend a recipe or reorder a product. Our
augmented lives are increasingly characterized by our ability to
delegate to the devices. In 2017, the much-proclaimed Internet of
Things will continue to inch into our lives, one small servant device
at a time. Are we becoming gods? Or is it titans?
TITANS OF THINGS
02
CONNECTED GROWTH
A recent study by Verizon shows the expansive growth of the network connections of the Internet of Things:
THE UK’S GOVERNMENT IS ALL IN
With £9.8 million in funding from the Engineering and Physical Sciences Research Council (EPSRC), the UK government has created a new Internet of Things think tank. This is part of the larger IoTUK fund that has a goal of becoming the forerunner in the field.
The Inquirer News, 2016
WHOOP – PREDICTIVE ANALYTICS
The more metrics a wearable can track the better, right? Whoop is a new wearable on the market that dives deep into both reactive and predictive analytics. Collecting a slew of biometric data desired by athletes, this device also reports how well you recovered during the night. All these abilities come at a premium. For a single user, the service runs $500-$5,000. Monitoring a whole team runs the tab up to $100,000.
WT Vox, 2016
THE NEXT INDUSTRIAL REVOLUTION
“IoT has the potential to transform multiple industries so warrants the description ‘the new Industrial Revolution’ – whilst technologies such as cloud, analytics and security are fundamental aspects of a good IoT implementation, it’s more about the changes in business model that IoT offers many businesses to create new service models and profit streams. This is allowing many small businesses to create competitive advantage.”
Simon Porter – VP – Commercial Sales, Europe, IBM, 2016
02TITANS OF THINGS2017 DIGITAL TRENDS
inVentiv Health Communications GSW 7
Verizon Research, 2016
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Healthcare/ Pharma
26%
Agriculture
33%
Transportation/ Distribution
49%
Home Monitoring
50%
Smart Cities
43%
Energy/ Utilities
58%
Remember that wearable that would count your steps? Or that
medical device that might remind you to take a treatment? That was
just the beginning. In 2017 some of our favorites technologies are
being unleashed! They’re making decisions on their own and
automatically initiating support, help, and even medication. Using a
series of rules-based auto-actions, these new tools are set to
improves lives, safety, and, of course, keep us all better connected.
MORE THAN MEASURE
03
A REACTIVE VEHICLE
Thirty-nine car and truck brands are developing vehicles that automatically keep us safer on the roads with these features:
– Forward-Collision Warning
– Auto-braking at city and highway speeds
– Lane departure warning and prevention
– Blind spot warning
– Rear Cross traffic and rearview cameras
Consumer Reports, 2016
ARTIFICIAL PANCREAS
In 2016, the FDA approved the world’s first “hybrid closed loop insulin pump.” What on earth does that mean? Despite the complex title, the offer is astoundingly simple: the device constantly monitors a patient’s blood sugar levels and delivers the appropriate amount of insulin throughout the day, just like a normal human pancreas.
Futurism, 2016
APPLIANCES TALK TO AMAZON
Building on the success of Amazon’s Dash Button, GE recently released a host of new appliances that can order supplies before users even realize they’re running low. GE’s newest washing machines and dishwashers automatically order more detergent when supplies dwindle. These machines can be managed on the new GE app that links all of the smart appliances in a home and allows the user to manage each in one place.
Biz Journals, 2016
A MORE FLEXIBLE APPROACH TO THERAPY
With the rise of remote monitoring devices and the proliferation of powerful software to drive them, things that were once only possible in the hospital setting are now achievable in home care. Recent research estimates that the global home medical device market will reach $48.47 billion by 2022. This will allow more patients to participate in therapy and improve their quality of life.
PR Newswire, 2016
03MORE THAN MEASURE2017 DIGITAL TRENDS
The Intel Health Guide is one of many
care management tools designed to
remotely monitor and manage patients
with chronic conditions
inVentiv Health Communications GSW 9
Micro communities are on the rise. Overloaded with all the
information and obligations that fill their social feed and inboxes,
small groups are breaking away to focus on just specific tasks and
topics. These “Self-Organized Closed Networks (SOCNs),” hosted on
technologies like Slack and Whatsapp, use simple tools and
interfaces to host updates and conversations among relatively small
groups of users. Asynchronous collaborations like these started in
fast-growing technology companies and migrated into healthcare,
nonprofits and business. In 2017, SOCNs will see rapid adoption in
healthcare for both peer collaboration and doctor-patient
connectivity.
MEMBERS ONLY
04
KEEPING SHARING IN THE DARK
In a world of seemingly infinite social media platforms, people are opting to share content through email, text and instant messaging instead. Coined “dark social media,” these channels are virtually untrackable to marketers. Their global use jumped from 69% to 84% in the past two years. In 2016, only 16% of all shares happened through traditional public social channels…and 20% of those were probably cat videos.
RadiumOne, 2016
ADIDAS’ NEW PRIVATE CLUB
From New York City soccer fans to Madrid football enthusiasts, Adidas has learned that key brand influencers want direct, personal relationships. To leverage this, Adidas launched “Tango Squads,” which are groups of socially savvy 16-19-year-old football content creators living in 15 key cities worldwide. An in-house team shares exclusive content and new products with each clique of 100-250 via direct messaging apps before they are unveiled to social channels. Squad members are invited to exclusive experiences, like meeting players, which they then share on social media.
Marketing Week, 2016
A MECCA FOR TECH WORKERS
Product Manager HQ is an active private Slack community for those managing technology products to learn, network and connect with more than 2,600 members from 500+ companies. Members join for $25 USD and have access to job postings, AMA style discussions and exclusive discounts. #TechLondon and FrenchStartups.io offer similar fee-for-access private Slack channels for tech workers and entrepreneurs.
ProductManagerHQ.com, 2016
A COMMUNITY OF PEERS
With only 300 people in Norway registered as having cystic fibrosis, it can be hard for patients to gain access to peers facing similar challenges. The Norwegian Cystic Fibrosis Association (NFCF) set up private Facebook groups that enable patients and their families to share experiences and connect around living with CF.
Science Daily, 2016
04MEMBERS ONLY2017 DIGITAL TRENDS
In 2016, only 16% of all shares
happened through traditional
public social media channels
inVentiv Health Communications GSW 11
In just a few years, voice recognition has blossomed from choppy,
awkward interactions full of misunderstandings to the most
seamless interface in technology. Voice is powering a massive shift in
how we engage content – from an era when we clicked to one when
we tapped to one where we’ll primarily talk. The biggest frontier for
growth in 2017 is machine learning and translation. Google,
Facebook, Microsoft, Baidu and others are moving from voice
libraries to true artificial intelligence. No longer will their voice-
activated systems understand one word or one number. Instead
they’ll be able to learn to best respond to concepts, colloquial and
real human conversations.
TALK TO ME05
FROM MOBILE FIRST TO AI FIRST
In late 2016, Google launched Assistant, a voice activated AI competitor to Apple’s Siri, Amazon’s Alexa and Microsoft’s Cortana. Assistant understands context unique to each individual and remembers personal preferences. By integrating Assistant into the new Google Home smart speaker and Pixel phone, Google has demonstrated its aggressive plan to build voice-enabled AI directly into its ecosystem of products.
Business Insider 2016
THE ACCURACY TIPPING POINT
One in five searches on Android OS are voice-based, and that number is growing. Within the last six months, 41.6% of consumers started using voice search.
Entreprenuer, 2016
“As speech recognition accuracy goes from, say, 95% to 99%, all of us in the room will go from barely using it today to using it all the time. Most people underestimate the difference between 95% and 99% accuracy – 99% is a game changer…”
Andrew NG, Chief Scientist at Baidu Research, 2016
BARELY SCRATCHING THE SURFACE
Today, Amazon Echo owners primarily use the device to simply play songs (34%), control smart lights (30%) and set timers (24%).
While most users are only leveraging its basic functionality, the Alexa Skills Store has added more than 1,000 different tasks that the Echo can complete, including hailing an Uber, ordering a Domino’s pizza and locking the doors of your BMW.
Experian & Creative Strategies, 2016
EMPATHY: WHEN SPEECH ISN’T ENOUGH
The startups, Sense.ly and IDAvatars, know that effective customer service in healthcare takes more than just speech recognition. They are building virtual nurse avatars that integrate with AI platforms, like IBM’s Watson, to provide patient care and data feedback for healthcare clients. Idavatars’ avatar, Sophie, can hear patients’ tone of voice, understand how they’re feeling and detect concerns that may be troubling them.
The Washington Post, 2016
05TALK TO ME2017 DIGITAL TRENDS
inVentiv Health Communications GSW 13
1 in 5 searches on Android OS are
voice-based and that number is growing
The appetite for compelling visual information online continues to
grow and evolve. In 2017, speed will be the big driver of what’s
interesting. People are increasingly looking for information that is
instantly understandable. They’ve moved from complex infographics
to intuitive data visualizations. From step-by-step how-to videos to
fast-speed, time-lapse overviews. To get eye opt-ins in 2017, visual
content will need to capture attention with speed and quickly decode
a complex topic to make it almost instantly understandable.
STOPPED LISTENING
06
SILENT MOVIES ARE BACK
As much as 85% of videos on Facebook are watched without sound. Facebook, Instagram and Twitter’s news feeds are inundated with short videos that feature text or captions narrating what’s being shown on screen. While most videos feature voice narration or background music, content creators have realized that they need to make it easy for people to consume the information without ever turning on the sound.
Digiday, 2016
THESE VIDEOS ARE MAKING ME HUNGRY
BuzzFeed Tasty is a ridiculously popular series of video recipe demonstrations targeting DIY cooking enthusiasts. It uses short, simple, visually-appealing fast motion how-to videos to captivate short attention spans. In Q1 2016, Tasty was second in the U.S. in video engagement and first among U.S. brands on Facebook with 141.9M actions taken. The video craze has spread internationally, with Proper Tasty in the UK, Tasty Miami in France, Tasty Japan and others.
Shareablee, 2016
SHOW ME THE STYLE
Sunsilk wanted to engage young Brazilian females with a series of easy hairstyle video tutorials. They used text overlay, attention grabbing questions and step-by-step hair style demonstrations to captivate audiences even without sound. The campaign resulted in a seven-point lift in unaided brand awareness and a seven-and-a-half-point lift in brand favorability. The ads boosted their average view duration to 21 seconds.
Facebook, 2016
BE QUICK, BE VISUAL, BE QUIET
A Facebook research study found that 41% of videos were basically meaningless without sound. For video ads, 47% of the of the value is delivered in the first three seconds, while 74% of the value is delivered in the first ten. If feed-based mobile video ads play loudly when people aren’t expecting it, 80% of users react negatively, both toward the platform and the advertiser.
Facebook, 2016
06STOPPED LISTENING2017 DIGITAL TRENDS
As much as 85% of videos on
Facebook are watched without sound
A Facebook research study found
that 41% of videos were basically
meaningless without sound
inVentiv Health Communications GSW 15
Have you ever heard that 67% of statistics are made up on the spot?
Consumers and professionals alike are tired of snacking on headline
data that lacks substance and context. They increasingly want to
understand the real meaning in the numbers. We’re seeing brands
respond with savvier data production that feeds into rich
storytelling, allowing readers to see a story unfold that includes both
the human context and the numbers. In 2017, users will increasingly
expect to find their own meaning in the data and want to have the
access and flexibility to get in and explore the numbers.
MEANING IN NUMBERS
07
COLLABORATION THROUGH DATA VISUALIZATION
Scientists have worked on a HIV vaccine for decades, but managing endless data around an insidious virus is a challenge. DataSpace, created by the Collaboration for AIDS Vaccine Discovery, is a web-based platform that visualizes data across multiple past and ongoing studies to enable collaboration from experts around the world. Leveraging user-friendly drill-down tools, this program bypasses the traditional waiting periods inherent in publishing research papers and accelerates the efforts in finding a vaccine.
Fast Company, 2016
THE QUANTIFIED SELF, QUANTIFIED
Consumers don’t just want a step counter, they want insights into their lives that help them make better decisions. Wearables, which are expected to hit $11.2 billion in sales by 2020 (a doubling of their 2016 level), are feeding into powerful data visualization and analysis tools that help consumers dive deeper and find meaning in the numbers. Whether you want to optimize sleep or understand how extra exercise helps you focus, you can dive in as deep as you want to find the perfect, personalized solution.
Forbes, 2016DIVING DEEP INTO THE NUMBERS
GE has partnered with Atlas to give people data worth digging into. The Atlas platform publishes data in interactive, mobile-friendly pages that are easy to share. Users can even download the underlying data to play with on their own. GE hosts sponsored charts with information about everything from robots and 3D printers to energy production in China. These charts all point to a larger industry transformation that GE is tapping into in its “Digital Industrial Company” branding initiative.
The Atlas, 2016
07MEANING IN NUMBERS2017 DIGITAL TRENDS
inVentiv Health Communications GSW 17
QUICKLY DRAWING CONCLUSIONS
Neuroscientists at MIT have found that the human brain can process entire images that the eye sees for as little as 13 milliseconds. By giving people data they want in formats that easily visualize what it means, brands can tap into an innate human super-power
“The fact that you can do that at these high speeds indicates to us that what vision does is find concepts. That’s what the brain is doing all day long — trying to understand what we’re looking at”.
Mary Potter, Professor of Brain and Cognitive Science at MIT, 2014
We are inundated with the interesting. New news clogs every media
and digital interface. The desire to be the first to know is so
compelling but the content overload is absolutely overwhelming. We
need help sifting through it to find out what matters. That’s where
curators have stepped up in big numbers. They find the most
interesting content and serve it up in daily or weekly link-based
newsletters or texts. In 2017, those curators will increasingly become
important influencers, even C-list celebrities, differentiated by their
voice and filter. Tired of algorithms, people will look to these more
personal curators to deliver the news with a touch of humor and a
real sense of connection.
CURATOR LOYALTY
08
91% of marketers rated their
content marketing as either
neutral or ineffective
TEXTING UPDATES FROM THE OLYMPICS
For the 2016 Rio Games, readers could opt-in to receive real-time text messages from the deputy sports editor at the New York Times. These texts gave readers an informal, behind-the-scenes look at the Games, almost as if they had a friend texting them directly.
CNN Money, 2016
“For a lot of users, messaging apps are the new home screen. We’ve spent a lot of time thinking about how we might tell stories through that lens and bring readers closer to the journalism and to the journalists.”
Andrew Phelps, Director of Personalization at NYT, 2016
DAVE PELL IS THE ALGORITHM
Dave Pell curates Next Draft, a daily news email with influential readership, like Bob Chon, President of The Atlantic, and Steve Bow, Executive Producer at The Daily Show.
“Each morning I visit about 75 news sites, and from that swirling nightmare of information quicksand, I pluck the top ten most fascinating items of the day, which I deliver with a fast, pithy wit that will make your computer device vibrate with delight. No bots. No computer algorithms.”
Dave Pell, 2016
CONTENT SHOCK
With 44.4 million WhatsApp messages, 3.3 million Facebook posts and 400 hours of videos uploaded to YouTube every 60 seconds, the web is reaching the physiological, inviolable limit to the amount of content humans can actually consume. Research has shown that the majority of content marketing has limited impact, with 75% of blog posts getting fewer than 10 social shares and zero links from other domains… and that includes your parents sharing it on Facebook.
Smart Insights, 2016
INFLUENCING THE INFLUENCERS
While output of content per brand increased by 78% in 2014-15, content engagement decreased by 60%. Ninety-one percent of marketers rated their own organization’s content marketing as neutral or ineffective. To combat these content woes, 60% of marketers plan on increasing their influencer marketing budget for 2016 and beyond. By leveraging the reach, engagement and endorsement of top curators and social media stars, marketers hope to transfer customers’ loyalty to influencers toward their brands.
TrackMaven, 2015/Mediakix, 2015
08CURATOR LOYALTY2017 DIGITAL TRENDS
inVentiv Health Communications GSW 19
meh.
Every 60 seconds
44.4 MILLION WHATSAPP MESSAGES
400 HOURS OF VIDEO UPLOADED TO YOUTUBE
3.3 MILLION FACEBOOK POSTS
2017 may mark the end of the golden age of YouTube. The massive
growth of short-form episodic content – like Snapchat and Instagram
– had been fragmenting its audiences and stealing its talent for
years. Now live streaming apps – like Periscope, YouNow, Blab and
Facebook Live– are finally earning significant share, especially
among younger viewers. Users are turning to the apps because they
fit part of the growing expectation to be part of what’s happening
right now vs. being satisfied with the archive of what was. In 2017,
the best content lives in the moment.
LIVING IN THE MOMENT
09
FROM STANDALONE APP INTO MAINSTREAM SOCIAL INTEGRATION
2016 saw the fall of both Blab and Meerkat and the acceleration of Twitter’s Periscope, Facebook Live and the launch of a live-streaming feature baked directly into YouTube.
“The distribution advantages of Twitter/Periscope and Facebook Live drew more early users to them away from us and we were not able to grow as quickly alongside as we had planned.”
Ben Rubin, CEO of Meerkat, 2016
A NEW FORM OF REALITY TV
Move over real housewives, there’s a new reality star troupe in town. Meet 5quad, a team of teenage boys with millions of followers on the live stream and video chat app, YouNow. From a Latvian artist who draws nature scenes to a cashier at a Brooklyn bodega, the app is designed to create personalities and foster fandoms around them. Unlike other applications that focus on seeing what the broadcaster sees, YouNow is always set to selfie mode. Gamified features keep people glued and casters can even earn money through virtual “tip jars” on the site. of us Seventy-four percent of users are under 24.
Slate, 2015
GETTING INFLUENCERS TO GO LIVE
Livestreaming videos are viewed for much longer durations than other video content – three times longer, in fact. With this increased engagement, Facebook is committed to making its Live platform a success. They paid more than $50 million to well-known publishers and celebrities to use the platform. Notable Live sessions included Michael Phelps, who earned a pool of money by announcing his retirement via Live during the Rio Games. That video received more than four million views.
Mediakix, 2016
JUMPING OUT OF OUR PHONES AND ONTO OUR FACES
Snap Inc. announced plans, in late 2016, to release Spectacles, stylish post-hipster-looking sunglasses with an integrated wide angle camera that allows users to take 10-second videos with a tap on the top of the glasses. Users can download the videos to their devices, edit them, then upload the content to Snapchat. This coincided with a rebranding from Snapchat to Snap Inc. to showcase the company’s transition from a messaging app to a camera company.
The Wall Street Journal 2016
09LIVING IN THE MOMENT2017 DIGITAL TRENDS
inVentiv Health Communications GSW 21
We’re living in an era of mindless sharing. Or, at least one of “affinity
sharing.” The big number: 6 of 10 articles shared in social media
have never actually been read. Instead, people form a near-instant
opinion based on the headline or summary. Rather than going
deeper, they push the content to friends and connections to
underscore a particular point of view. In 2017 look for more
publishers, institutions and brands to take advantage of this new
way news is circulated with sharebait that leads with one headline
but delivers another perspective entirely.
PUSH IT10
FACEBOOK DOMINATES SOCIAL SHARING
Facebook has increased its domination of social shares, rising from 81.9% of the total shares of the top million posts in 2014 to 90.2% today. As social sharing becomes more and more consolidated, the ability for specific stories to spread and echo increases.
Buzzsumo and Fractl, 2016
MINDLESS SHARING CATCHES FIRE
As more and more people mindlessly repost content across social media, the danger of widespread misinformation grows. Fake news stories spread like wildfire online in 2016. Consider the article “FBI Agent Suspected in Hillary Email Leaks Found Dead in Apparent Murder-Suicide.” It was posted leading up to the 2016 U.S. presidential election and shared more than half a million times on Facebook before being revealed as completely fabricated. The fake news companies that create these stories generate serious revenue through ads, often raking in hundreds of thousands of dollars each year. This cash cow may run dry, however, as Google and others are beginning to flag them and refuse to run ads on their sites.
NPR, 2016
WHY READ WHEN YOU CAN SHARE?
“People are more willing to share an article than read it. This is typical of modern information consumption. People form an opinion based on a summary, or a summary of summaries, without making the effort to go deeper.”
Arnaud Legout, Researcher at INRIA, 2016
CHALLENGING MINDLESS SHARING
The Science Post recently published an article titled, “Study: 70% of Facebook Users Only Read the Headline of Science Stories Before Commenting.” Here’s the catch: the body had nothing but simple dummy “lorem ipsum” copy. Ironically, the article racked up more than 65,000 shares. The Science Post is run by doctors and professionals and was tired of the misunderstood, misrepresented or fictitious information being shared online.
The Washington Post, 2016
10PUSH IT2017 DIGITAL TRENDS
inVentiv Health Communications GSW 23
Facebook accounts for 90.2% of the
total shares of the top million posts
The leading interface of the internet is quite a bit less sophisticated
than it was just a few years ago. Brands are moving away from
highly produced apps and new experiential website features to
give people more of what they want: text messaging. That’s right,
the behavior so ingrained in how we communicate with friends and
family is now a preferred way to interact with banks, retailers and
healthcare organizations, too. The massive growth of Whatsapp
around the world pushed many brands to move directly onto that
platform for SMS engagement. Others are experimenting with a mix
of AI and human services deliver both direct information and advice
or recommendations.
CONVO COMMERCE
11
MESSAGING TAKES OVER SOCIAL
The world’s top four messaging apps—WhatsApp, WeChat, Facebook Messenger, and Viber—have a larger combined user base than the top four social networks—Facebook, Twitter, Instagram and LinkedIn. Combined, the messaging apps have almost three billion users, while the social networks account for only 2.3 billion users.
Business Insider Intelligence, 2016
THE RISE OF THE MEGA-CHAT-APP
WeChat is a messaging platform based in China with more than 800 million active daily users. It combines a chat-based interface with tons of add-on features for users to hail cabs, order food delivery, buy movie tickets, play games, check in for flights and bank online. More than 10 million businesses in China have WeChat accounts, from mom-and-pop noodle shops to big brands, like Burberry and Nike. Many small businesses in China forgo a web presence all together and only use WeChat.
Chat Bots Magazine, 2016
FROM APP TO CHAT
We are bogged down in apps:
– 25% of all apps are only used once
– 75% of app users leave within the first 3 months
We are more engaged with messaging:
– 62% of people who downloaded messaging apps are still using them 12 months later, compared to just 11 % for other apps
– Users login to a messaging app an average of 9 times a day; all other apps average about 2 logins per day
– Users are engaged for 30+ min per session on messaging apps
Chat Bots Magazine, 2016/Business Insider Intelligence, 2016
PATIENT CHECK-UP WITH THE CHATBOT FIRST
HealthTap leverages Facebook Messenger to connect users with more than 100,000 real doctors. Knowing that many of the questions people ask have been answered already, HealthTap found an opportunity to add a chatbot to its Messenger integration. When users ask a question, HealthTap’s bot searches for similar questions and can provide past answers that might be useful before it offers to send the question to its network of doctors.
HealthTap, 2016
11CONVO COMMERCE2017 DIGITAL TRENDS
inVentiv Health Communications GSW 25
The average smartphone user
has 42 apps on the device but
spends 90% of their time on
only 9 or 10 of them
The top 4 messaging apps have a
larger combined user base than
the top 4 social networks
In 2017, look for an entirely new rift in the virtual reality landscape.
For users who want to escape and immerse, new competitors and
new models are set to make the Oculus-style goggles lighter and less
expensive. They’re going to get smarter, too, with new tools that will
go beyond tracking users physical movements to following their
exact line of sight. For people who would rather add on than escape,
a whole new world of augmented reality lens will let them see the
physical space around them with an added, responsive layer of
graphics and experience. That will take mixed reality from tethered
to touring, from looking “right there” to exploring everywhere.
MIXED REALITY
12
AUGMENTED REALITY GOES MAINSTREAM
Former video game giant, Nintendo, had been in a slump for years. With lackluster sales of the Wii U and their former portable dominance eroding due to widespread mobile gaming, the launch of Pokémon Go was a literal game-changer. Within its first week, it surpassed 10 million downloads and set the record for the most active users in a single day with 25 million.
SurveyMonkey Intelligence, 2016
CUT OUT HARDWARE TO SLASH VR COSTS
While Sony, Oculus and HTC produce VR headsets that cost around $500 in 2016, Google found a way to bring VR experiences to the masses at the cost of a few good cups of coffee. Google Cardboard is a simple VR device that had already sold five million units by January 2016. When users insert their compatible mobile devices, the built-in lenses allow them to step into VR anywhere.
Google, 2016
VIRTUAL REALITY CAN HAVE REAL IMPACT
A team of Brazilian researchers recently demonstrated the clinical potential for Virtual Reality (VR) by re-establishing sensation in paralyzed patients. The study combined a VR visual with an exoskeleton that converted brain waves into physical movement of patients’ paralyzed limbs. The team saw clinically significant improvement in all subjects, and half regained enough function to require reclassifying their paralysis altogether.
Scientific Reports, 2016
SPAIN LEADS THE WESTERN WORLD IN VR
A recent poll of online consumers, ages 10-65, across a dozen Western nations, found 11% of respondents intended to buy a VR product in the next six months. Spain led the pack in VR interest with more than half of respondents considering a purchase, and 16% intending to buy before the end of 2016. While gamers make up the majority of VR enthusiasts, 7% of those wanting to purchase VR were non-gamers.
Newzoo/CNBC, 2016
12MIXED REALITY2017 DIGITAL TRENDS
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Trends help us create experiences that beat
channel benchmarks, that raise expectations,
and ultimately help us meet the metric that
matters most: engaging more people in
critical conversations about the changing
possibilities of healthcare
To download all four 2017 trend reports, go to: inVentivHealth.com/2017Trends
CONTACT:
Leigh HouseholderManaging Director, Innovation [email protected]
Abby ProtopapasAbigail PerreaultAdam MichielsAlex BraggAlex BrockAlexandra LortieAmanda Loban*Amanda MargitichAmber McgoffAndreas ReinbolzAndrew ErdelyAnn ManousosAristides Bernard-GrauBarry VucskoBrandon MorseBrian HunterChelsea KaczmarekChris HarkinsChris MileyChristianna GorinChristina MarcusClaire GreeffColleen MitaColleen SwiftConner ReillyDana DigioacchinoDani GilbertDaniel SchäferDavid BrousDavid QuerryDavid SondermanDeanne GrangerDrew Beck*Drew Glenn*Duncan Arbour*Ed HammertonElizabeth Stelzer*Emily HerschelEmily Mengel
Eric DavisErica ChiaoGrace Valastro*Gregory JonesHalen DangHannah FreedmanHeather WengerIgor PolisskiIlya TetelmanJames TomasinoJeffrey Giermek*Jen OleskiJennifer CooperJennifer FleishmanJessica SchleifsteinJoanna RainbowJock McEwanJohannes OttomeyerJonathan CoganJonathan NelsonJordyn MagenheimJuan VasquezJulia GaborovaJulia RigaJulie DresslerJustine SlousKaitlin Butler-ReesKara KinseyKathryn Bernish-FisherKatie DeThomasKostas KotalamprosKristie WaltersLauren WinschuhLeah RossLeigh Householder*Linda Adams*Luca SchirruLuke Evison Lysa Shaw
Marie-Joelle DuboisMark JazvacMark VuchenichMary CzekalinskiMelanie JenterMichael FalcicchioMichelle CasciolaMike CollinsonMike CornNadine GoeritzNaseem AllafNicola Podda Nina RaoPankaj BhallaPatrick FulmerQuyen Lam YuenRebecca TerranovaRebecca WoolfRenee AlatiRhonda BerkowitzRich D’GintoRoberto GiannatassioRose Anna KaczmarcikSabrina Carter-AndersonSam CannizzaroSamantha ConniffSara BakerScott EllisonSebastian BatherSonya JoshiStefanie JonesStephen HutchinsonStephen RothschildSuzanne TurcotTalyor BjornsenTatianna MierTom CallanTom MullinsZach Friedman*
*EDITORIAL TEAM
CONTRIBUTORS TO THIS REPORT:
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CONSUMERTRENDS
